Hyundai Taking New Approach for Its Luxury Lineup
As Hyundai prepares to launch the second generation of its more upscale models, the Korean automaker has hired premium product operations managers to oversee the sales, marketing and retail strategies for the Genesis sedan, Genesis Coupe and Equus.
Each of Hyundai’s five regions will have the new managers reporting directly to a senior group manager based out of the automaker’s Southern California headquarters. The group’s first task will be to identify premium best practices to be used at the dealerships that are authorized to sell the Equus. Currently, about 320 out of Hyundai’s 800 American dealerships are authorized.
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The group will work directly with dealerships to adopt those practices and help develop new premium sales, marketing, and customer service ideas. According to Hyundai Motor America CEO John Krafcik, the new structure is a major one for the automaker but reminded that it shouldn’t be interpreted as a step towards a new luxury brand.
“The realization was that these are different products and different demographics,” Krafcik said. “The thought was that we could do even better in focusing on premium and taking things to the next level with some focused people in the field.”
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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